Restoring Brand Reputation & User Satisfaction
The Problem
Taco Bell's previous app was outdated, offered limited customization, had a cumbersome checkout, and lacked personalization, resulting in poor user satisfaction, low ratings, and disappointed fans.
Agency / Client
Razorfish / Taco Bell
Key Objectives
• Update brand aesthetic
• Prioritize customization
• Quick and easy checkout process
• Implement learned logic to offer a more personalized experience
My Role
Led the project from start to finish, implementing advanced logic, enhancing customization, streamlining checkout, and updating aesthetics. Coordinated with teams, managed client communications, worked with overseas developers, and ensured design integrity through visual QA.
Challenges
Solving for a litany of edge cases inherent to increased functionality and greater user control.
Adhering to a highly aggressive and demanding timeline.
Facilitating client review discussions, justifying our decisions, and deliberating new insights.
Learned Logic
Data showed that users typically stick to consistent orders, so we implemented easy reordering from the home screen.
Customize
Making customization easy to access and intuitive to use was a priority to personalize and enhance the brand experience.
Outcomes
The client prioritized improving their app store standing as feedback indicating brand perception. After launching our updated app, Taco Bell's iOS rating rose from 3.5 to 4.7 with over 1.1M reviews and now ranks #6 in the food and drink category.
While updates have been made since the intial launch, the core logic and functionality crafted by our team remains intact.
My Key Learnings
This experience proved to be a master class in product, UI & app design as I collaborated with a range of team members on both agency and client sides.
A behind the scenes look into how a major brand operates allowed me to hone my communication skills and improve my presentation skills.
The importance of testing as users can quickly dispel even the most assumed of strategies.